揭示流媒体特性对直播商业销售业绩的影响

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2025-05-15 DOI:10.1016/j.elerap.2025.101510

Xingpeng Xu , Qingfeng Zeng , Ri Na , Weiguo Fan

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引用次数: 0

摘要

众所周知，流媒体在直播商业中扮演着特殊的角色，但由于流媒体的特点不同，销售业绩存在巨大差异。本研究运用社会影响理论，系统分析串流者特质如何互动影响销售绩效。利用抖音平台597名主播的120,794条直播记录的独特数据集，建立了不平衡面板数据的固定效果模型。结果表明，前期销售具有较强的动量效应。总观看量、直播商业产品数量和直播时长均对销量产生积极影响。异质性分析显示，身份类型、行业类型和认证状态之间存在显著差异，名人、娱乐和休闲行业的主播以及未经验证的主播表现出明显更强的增长。这些发现为指导流媒体平台在竞争激烈的直播商业中优化营销策略提供了经验证据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Unveiling the influence of streamer characteristics on sales performance in live streaming commerce

It is known that streamers play a special role in live streaming commerce, but there is a huge discrepancy in sales performance resulting from different characteristics of streamers. This study applies social influence theory to systematically analyze how streamer characteristics interact to affect sales performance. Using a unique dataset of 120,794 live streaming records from 597 streamers on Douyin platform, we establish a fixed effects model with unbalanced panel data. The results show that previous sales have strong momentum effects. Total views, number of live commercial products and live streaming duration all have a positive impact on sales volumes. Heterogeneity analysis reveals significant differences across identity types, industry types, and authentication statuses, with celebrities, streamers from entertainment and leisure sectors, and unverified streamers showing notably stronger gains. These findings provide empirical evidence to guide streamers and platforms in optimizing marketing strategies in the competitive live streaming commerce.

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.